Devitt to lead Betfair marketing drive

Devitt to lead Betfair marketing drive

Johnny Devitt has been put in charge of a £100m-plus (€136.0m/$151.6m) budget after being appointed to Betfair's new chief marketing officer position.

Devitt has served as the betting exchange operator’s director of online marketing for the past year but will now take up a position that also incorporates the brand director role left vacant since Mark Ody's departure.

Betfair spent £124.2m on sales and marketing in 2014, which was up 10 per cent on 2013 and made up 32 per cent of total revenue (2013: 29 per cent). The rise was significant as spend on technology, operations and general expenses sectors were down between five and 30 per cent.

The company said that the increase in marketing was in part due to additional TV advertising on Sky Sports, ITV Football and Channel 4 Racing, as well as investment in Betfair's New Jersey online casino. It also said there would be "increased investment" in social media channels.

The importance of marketing was highlighted by chairman Gerald Corbett, who said in announcing Betfair's 2014 financial results that it was key in taking the company's products to more customers.

"Following recent product innovations, we are now steadily building a highly exciting sports betting platform and have increased our marketing spend to take it to a wider audience," Corbett said.

Devitt first joined Betfair in 2013 as head of marketing platforms, data and acquisition, before assuming his directorial role in May last year.

Prior to his time with Betfair, Devitt spent six years with Paddy Power where he first served as financial spread betting and CFB manager before becoming head of social and display media and marketing technology.